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Online education and edtech opportunities in China: A focus on the K–12 sector

21 Sep 2017

Online education has become a burgeoning industry in China, and forecasts predict that the online education market in China will be valued at almost A$51 billion by 2019. The K–12 sector currently accounts for one third of the online education market – a share that is forecast to expand to over 41 per cent by the end of 2019.

While online education in K–12 has more than two decades of history in China, since 2010 the sector has grown rapidly with an increasing number of education start-up companies, active investment from venture capitalists, as well as the quick adoption of cutting edge technologies. Offerings have diversified, now ranging from test-prep tutorials, language learning, MOOC platforms, STEM education, and soft skills to international curriculum provision.

This report provides an overview of the sector, its historical development and introduces both mainstream and emerging offerings in the market. Through case studies of five international online education providers, this report explores the market entry strategies and business approaches that have led to their success in China. The report also introduces China’s regulatory environment and addresses some critical factors that Australian companies need to consider. Advice is also provided on potential market entry opportunities, common market entry strategies and business models in China, in-market partnership development, due diligence steps and marketing channels.

View the ministerial media release: “Australian edtech sector eyes $51 billion China online market